Carter**;s Inc. is trying to grow up. The ***-year-old babywear giant, long dominant in the newborn and toddler aisle, is pushing deeper into kidswear as it looks to keep families shopping with the brand for longer. The move comes as other retailers, including Gap Inc. and Kohl**;s, are also placing greater emphasis on older children**;s apparel.
The company unveiled a new logo, a new brand promise and a marketing campaign called “Watch Them Glow” as part of the effort. The company says its focus is no longer limited to babies. It wants to connect with Gen Z and millennial parents raising school-age children, while giving older kids a stronger role in how they dress.
Global import data from Texpro shows how large the broader children**;s apparel supply chain already is. US babywear imports totalled $***.* million between January and June ****, underscoring the scale of the category Carter**;s and its rivals are now competing harder to hold onto as children age out of it.
